Revised Marketing Plan for Qantas - 5972 Words

MASTER OF BUSINESS ADMINISTRATION AWARDED BY NOTTINGHAM TRENT UNIVERSITY ASSIGNMENT SUBMISSION FORM Note: Students must attach this page to the front of the assignment before uploading to WECSERF. For uploading instructions please see the help file online Name of Student: Abhilash Vijayan Student Registration Number: SG 229 ------------------------------------------------- Module Name: Contemporary issues in strategic marketing Module Number: WEC-MBA-10-0506 Assignment Title: Revised marketing plan for Qantas Submission Due Date: 1st November 2009 Student’s Electronic Signature: Abhilash Plagiarism is to be treated seriously. Students caught plagiarizing, can be expelled from the programme Assignment†¦show more content†¦1.2.3 Positioning Developments of a more appealing offer for each segment so that the customers are more likely to be delighted or at least satisfied. Positioning is the process of placing the product in a clear distinctive and desirable place in the mind of the competitors in order to gain an upper edge. After positioning is considered, appropriate marketing mixes have to be designed in order to communicate positioning (STP Market segmentation, n.d.) 1.2 Marketing MIX As per Ian Ruskin Brown and Greg Clark â€Å" Marketing mix is the term used explaining the different elements comprising the offer that the different companies makes to their customers†. (Brown and Clarke, 2000:44). E.Jerome McCarthy in early 1960s came up with the four Ps in the marketing mix. According to him these 4ps are â€Å" Product, price, place and promotion†.( McCarthy and Shapiro 1975: 35). Refer Appendix I for the pictorial representation. But the view of Richard Sandhusen is that the four marketing mixes should be ‘price, product, promotion and distribution’ (Sadhusen, 2000:319). According to Steven Stralser ‘in order to create a marketing strategy and plan that touch all the areas of marketing to position a product, maximise revenue etc a few more components have to be considered which are, Marketing segmentation, Marketing Strategy, Marketing research , Pricing, placement and value chain.’(Stralser,Show MoreRelatedIntroduction . Qantas Airlines, Originally Registered As1111 Words   |  5 PagesIntroduction Qantas Airlines, originally registered as the Queensland and Northern Territory Aerial Services Limited is the largest Australian domestic and international airline and is currently leading as the world’s most preferred long-distance flight airline. Founded in 1920 in the outback of Queensland, Qantas offers their services regionally, domestic and internationally. 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WHAT IS INVOLVED INRead MoreFinancial Analysis of British Airways4252 Words   |  18 Pagesfurther 2.0m or 5%. Passenger revenues made up a high proportion of the decrease (75.3%). Cargo revenues remained fairly static; Fuel Surcharges and other revenues fell by 20.2% largely due to a dilution in the shareholding in Australian carrier Qantas with who British Airways have a joint services agreement. Decreases were experienced in all geographical sectors. 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